Yesterday was the casting call for our eagerly anticipated AW10 collection. Obviously, we cannot give too many details away as yet, but I can tell you that this is the biggest, boldest and most dramatic collection to date, in my mind...
So we opened the doors to our London HQ yesterday and invited in a mix of models and some of you who had applied online for our call.
We printed off a random selection of images that we have collated over the past 18 months; from masterclasses to night-clubs, from shoots to shows, launches to counter activity...
Alex Box, Joe Corre and Tim Bret-Day [the photographer of those wonderful Agent Provocateur ads amongst many, many other iconic shoots as well as having the most gorgeous website...] were our judges for the day.
For those of you who did not get called back, don't worry! The brief that Alex Box and the creatives behind the collection gave us was very specific - they knew exactly the type of person they were looking for and we have found them!
The Balm - Meet Matt(e) Hughes
8 hours ago